Broad point of view on User/Consumer Experience as a differentiator across product/services. Thx to VentureHive ( http://venturehive.co/) for the speaking engagement today. Here is the deck I presented on thinking of UX in terms of influencing better ways to own consumers habits.

1. W T F I S U X D E S I G N ?
V E N T U R E H I V E • F E B 2 0 , 2 0 1 5

2. W T F I S U X D E S I G N ?
I A M A U X P E R S O N
O M G
W H Y U X I S E V E RY T H I N G N O W
D O Y O U H AV E G O O D U X ?
K E E P I N T O U C H

3. I A M A U X P E R S O N

4. 1 5 Y E A R S I N T H E W E B I N D U S T RY
• Consulting experience over 12 years
• Advertising experience over 8 years
• KillerClips movie site startup
• Mentor Festival de Media (LATAM)
I A M A U X P E R S O N
• Masters of Science Information UMich SI
• Microbiology BS UMich
• Teaching experience almost 5 years (MAS, FIU)
• Research projects: Matrix of Change for MIT
Sloan / Harvard & Boston University
P R O F E S S I O N A L E X P E R I E N C E A C A D E M I C E X P E R I E N C E
20001997 2002
UMich Organic Spain
2004
KillerClipsMatrix of Change
Razorfish
2006 2008 2010 2012 2014
SapientNitro
Miami Ad School FIU SJMCInfopimp

5. D I G I TA L N AT I V E G E N X ’ E R
I A M A U X P E R S O N
E C O M M E R C E A N A LY S I S C U S T O M B L O G M AT R I X O F C H A N G E
• Published paper comparing usability
of online commerce experiences
between Apple & Dell (2000)
• Shared with Accenture, McKinsey
consulting groups as best practice
• Built custom blog using Flash, XML
• Designed “infographic” approach
for blog based on post type over
a daily timeline
• Converted research paper proposal
into an interactive tool.
• Tool became cornerstone for future
research initiatives at MIT Sloan,
University of Michigan &
Boston University.
http://weneedmoreeddies.com/AppleDellusability.pdf http://weneedmoreeddies.com/flog.html http://weneedmoreeddies.com/thelab/moc/MatrixDemo/MatrixDemo.html

6. PA S S I O N AT E A B O U T M O V I E Q U O T E S
I A M A U X P E R S O N
• Created KillerClips.com as an
online reference for famous
movie quotes.
• Designed and edited over 1,500
clips (pre-YouTube, 2002) from
over 200 movies.
• Depth of project included code,
clip software creation, patent
submissions and of watching a
lot of great movies.

7. CURRENTLY...
UX Director @SapientNitro #MiamiBeach #TheGrove
CLIENTS: ADT, Grey Goose, Neiman Marcus, ESPN, VisitFlorida, Coke,
Chrysler, Dodge, Fiat, Norwegian Cruise Lines, Celebrity Cruises

8. M A K I N G A D I F F E R E N C E
I A M A U X P E R S O N
• Currently, as a UX professional, I consult
and design how people use technology to
enable themselves and accomplish things.
• As a teacher, I realize it’s more important to
inspire people how technology can
enable them.
• As a professor, I believe in cultivating digital
natives that are passionate about evolving
journalism and mass communications.

9. O H M Y G O D

10. H T T P S : / / W W W. TA L AT E R . C O M / A N N YA N G /

11. H T T P : / / W W W. T H E V E R G E . C O M / 2 0 1 5 / 2 / 1 7 / 8 0 5 2 1 6 3 / N B A - A L L -
S TA R - V I RT U A L - R E A L I T Y- S A M S U N G - M O B I L E - G E A R - V R

12. # H A S J U S T I N E L A N D E D Y E T

13. # H A S J U S T I N E L A N D E D Y E T
S N A P C H AT = $ 1 9 B I L L I O N

14. A B C ‘ M O D E R N FA M I LY ’ E P I S O D E W I T H FA C E T I M E O N LY

15. W H Y U X I S E V E RY T H I N G N O W

16. There are too many similar products,
services to choose from as a consumer.
Consumers now share, rate, comment
to help choose products and services.
Companies must now listen to
consumers and evolve products and
services in order to be successful.
B E C A U S E C O N S U M E R S H AV E T H E P O W E R

17. W H Y U X I S E V E RY T H I N G
R E A L - T I M E P O L L
https://www.pollev.com/gomezyouup
Which apps have the best experience
design in your opinion?

18. MY DEFINITION OF UX
It’s an invisible force, but can be noticed when something
seems too easy or feels too complex. The best way to
think about it is in number of steps to a goal.

19. TOLLS ROADS USE UX TO MAKE $$$
1. count your change
2. slow down, traffic
3. multi-task change and drive
4. wait to go through gate
5. pull up to change machine
6. throw change
7. wait for machine to count
8. wait for gate to go up
Old old way
1. purchase magnetic pass
2. register pass with car
3. drive through tolls
!
!
!
!
Old way
1. drive through toll *
!
!
!
!
!
* toll-by-plate = double cost
compared with magnetic pass
New way

20. G O O D U X I S G O O D F O R B U S I N E S S

21. # U X # X D # C U S T O M E R E X P E R I E N C E
"User experience" encompasses all aspects of the end-user's
interaction with the company, its services, and its products.
E X P E R I E N C E D E S I G N D E F I N E D

22. G O O D U X
C H A N G E S
H A B I T S
B O O K
A PA RT M E N T S
G E T A
TA X I
WAT C H
M O V I E S
D I S C O V E R
P E O P L E
O R D E R
D I A P E R S
O R D E R
P I Z Z A

23. B E T T E R WAY T O O R D E R P I Z Z A

24. C H A N G E H A B I T S W I T H G O O D U X

25. E V O L U T I O N O F U X I N M U S I C
Napster
(filesharing)
1999 - 2001
WinAmp
(MP3s)
1997
Walkman
1979
Vinyl
Radio
iTunes
(99¢ songs)
2003
Pandora, Listen.fm, Groveshark, Turntable.fm, Shazam, Spotify
SoundCloud
1999 - 2001
Beats
2008
Songza
Acquired by
Google in 2014

26. W H Y U X I S E V E RY T H I N G
F O R M U L A F O R U X S U C C E S S
• Find a habit everyone does.
• Come up with a better way to do it. How
would digital enhance that way?
• Make it so easy and fast that it feels magical
and delightful.
• Keep testing your prototypes with real users
and keep tweaking.

27. D O Y O U H AV E G O O D U X ?

28. D O Y O U H A V E G O O D U X ?
U X A U D I T Y O U R D E S I G N S
Tell us which UX ideas you used for your designs based on GoodUI.org
1
C H E C K O U T
G O O D U I . O R G
2
A R E Y O U W E B
D E S I G N S U S I N G
G O O D U X ?
3
C O M E U P W I T H
C H A N G E S

29. D O Y O U H A V E G O O D U X ?
T E L L U S W H I C H I D E A S Y O U T W E A K E D Y O U R D E S I G N S W I T H
Grade yourself and revise your designs with better UX Design Practices.

30. K E E P I N T O U C H
@ I G O M E Z
Thank You.
L I N K E D I N
W E N E E D M O R E E D D I E S